PENGARUH KUALITAS PELAYANAN DAN FASILITAS KAFE TERHADAP KEPUASAN PELANGGAN DI KAWITAN COFFEE & EATERY PANGALENGAN, KABUPATEN BANDUNG

Abstract

This study is motivated by the customer satisfaction level at Kawitan Coffee & Eatery Pangalengan that has not been fully optimal, as reflected in a preliminary survey and customer reviews regarding service speed, WiFi stability, and parking space, which received relatively low ratings from some customers. This research aims to describe service quality, cafe facilities, and customer satisfaction, and to analyze the partial and simultaneous effect of service quality and cafe facilities on customer satisfaction. A quantitative approach with descriptive and verificative methods was applied. Data were collected through questionnaires distributed to 100 customers selected through purposive sampling, then processed using validity and reliability tests, classical assumption tests, multiple linear regression, the coefficient of determination, and hypothesis testing with SPSS version 27. The results show that service quality, cafe facilities, and customer satisfaction fall into the good category. Service quality and cafe facilities have a positive and significant effect on customer satisfaction both partially (t values of 5.897 and 3.215) and simultaneously (F value of 106.482), with service quality being the most dominant variable. Both independent variables explain 68.1 percent of the variance in customer satisfaction. These findings suggest that the management of Kawitan Coffee & Eatery should prioritize improving internet network stability, serving speed, and the comfort of supporting facilities to sustain customer satisfaction.